iPhone owners getting control of digital signage

Ever dream of controlling a billboard with your phone? Us neither. Nevertheless, it is coming thanks to an unholy partnership between CBS Outdoor and Clusta. Using WiFi or 3G, iPhone owners (and others, apparently) can pinch, swipe, and poke at the objects on digital posters to make them zoom, spin, and change color. The idea here is simple: captive consumers buy more stuff. Perhaps, but without video or a detailed explanation describing how easy/hard it is to connect, well, we've already lost interest.